Evaluating the Brand With Radical Transparency

Introduction

The justification of all the theoretical knowledge in this book is verified through the evaluation of the brand, which is analyzed in this chapter. Gradually, we fully complete the concept: from idea to brand evaluation. The valuation of the brand through radical transparency is elaborated through several variants: the brand equity as a measure of the value of the brand, financial approaches to valuation of brands, integration of finance and marketing through the “best practice” approach for brand evaluation and the brand value chain. Thus, we conclude the efforts to understand, apply and assess the brand equity as a source of competitive advantage through the prism of radical transparency.

The brand is materialized in several ways. The most immediate and most obvious is through the sale of products / services to consumers. The combination of price, quantity and frequency of purchase creates the volume of sales of a business. This is the basis for the profits and, ultimately, the shareholders’ value. The share price of the company moves depending on the expectations for the future ability of the company to generate revenue and to extract profit.